When you think about branding your business or organization, what comes to mind? Your logo? Your tagline? Sari Gabbay is the owner of U2R1 Media and she’s here to tell you the truth about branding. Can you handle it?
Sari’s Digital Marketing Mantra
What is Branding?
Branding is your story. If you can’t tell your story very quickly, then it’s too complicated. Your brand is how people will emotionally communicate with you and feel you as a company.
Your Brand is NOT your logo! Your logo is only part of your brand which includes how you communicate with your audience, your voice, your message and the consistent visuals that support it.
People don’t understand branding because of a lack of education. It is also something that’s intangible. It’s difficult to measure ROI in much the same way as PR is difficult to measure. Branding is a loyalty building endeavor that takes time to build.
Sari recommends that you educate yourself on the importance of branding. Consider hiring a brand consultant at least to educate you about branding, even if you don’t have them help you develop your brand.
Why is Branding Important?
It helps you lead the public into a conversation so that they are talking about you in the way that you want. When you have a strong brand you control public perception and make it so that you’re not vulnerable to people saying things that aren’t true or are inaccurate about your company. Branding is having such a strong identity that people love what you do, they emotionally connect with you and they talk about you to other people in a way that you would talk about yourself.
Want to see great example?
Try creating a post on your personal Facebook wall about how Apple products are complicated and unreliable. You’ll probably get some nasty comments from people that are loyal to the brand. Even people that aren’t fans of Apple products won’t believe you.
Examples of companies with strong brands
Hilton, Apple, Audi
You know what to expect when you walk into their hotels, stores or dealerships because they do such a good job communicating their brand.
U2R1 Branding Questionnaire
These are just a few of the questions Sari uses when helping her clients with their branding. Each client receives a customized questionnaire.
- What is your company vision?
- What are the good attributes of your company/service?
- What are the practical benefits associated with your company?
- What are the negative aspects of your brand, and how can you fix them?
- How is your brand positioned against the competition?
- What demographic is your brand appealing to?
- Which personality characteristics of this demographic do you embrace?
- Describe your company in one sentence.
- Now describe it in one word.
- Why did you develop this product or service?
- If your company was a person, who would it be?
Market and audience
- What is the perception of your company?
- How do you want your image to be seen in 5 years?
- Write down four values that you believe are core brand values for your company.
- Who is your target audience? [See “Get to know your customer – Avatar, Ecosystem & Watering Holes oh my!“]
- Who are your key competitors?
- How do they differ from you (good or bad)?
- Who are they targeting?
- What is their brand?
If you have a question about digital marketing for me or a future guest, let us know at https://bjsmith.co/ask.
About Sari Gabbay
Sari Gabbay has been in the digital marketing industry for the past 12 years. She began her educational foundation at Ryerson University in Toronto where she took Fashion Marketing & Communications. During this time Sari worked at Canada’s top fashion magazine Flare, where she was hands-on in digital production, copy writing and styling photo-shoots, working closely with the various departments and learning the ins and outs of the print media industry.
Her interest in design grew and Sari decided to expand her education to include technical expertise in web and graphic design. In 2002 after graduating Cum Laude from Canada’s highly renowned technical institute Trebas Institute of Technology, Sari Gabbay began freelancing as a graphic and web designer/developer. Shortly after she graduated Sari started her own agency U2R1 Media Inc., which transformed into a full-blown brand and marketing agency that has been thriving for the past 12 years.
Through her agency, Sari has had the opportunity to work with some major brands assisting them in brand development, web design and marketing strategies. Sari and her team worked on launching new products for Old Spice which included; communicating the new brand to a brand new audience and building software for in-store giant kiosks that were hidden in life size deodorant models and featured nation wide across Canada. The campaign also included developing targeted micro-sites and print materials to support cross platform communications.
Sari and her team worked with Pearson Education Canada, North America’s largest publishing company to build a custom online social network called Study Life. This was custom designed and developed in Java and Oracle and was used as a tool to connect various students in different classes assisting them in finding appropriate study mates to assist in preparation for specific exams and classes for university. The online tool would connect students across Canada in all universities and courses.
Since moving to the US two years ago, Sari and her team has had the opportunity to build strategies and launch international brands into the US market.
Sari has been featured on: Global National, CTV, Toronto Star and RogersDaytime, is a writer for Huffington Post and she has been named “The Woman of the Week” by Women’s Post Magazine.
Life is about creating and imagination and we get so caught up in the rat race we forget about the process. It may sound cliche but isn’t life cliche? If you embark on a marketing journey, you can jump into it with stress and high expectations, or you can say, “there are no guarantees in life, but this is my turn to make something exist that doesn’t exist right now. How cool is that?” So have fun. We are meant to play with the universe.
Connect with Sari
- Facebook: U2R1MediaInc | SariGabbay
- Twitter: @Sari_U2R1
- Instagram: @sarigabbay | @U2R1Media
Digital Marketing News Stories
- Facebook announced they have added tracking data that shows conversions across devices and mobile apps
- Twitter is testing promoted video cards. Brands can upload their videos directly to Twitter and promote them as Cost Per View ads.
Read more about these stories in my article titled, Measuring Conversions on Facebook, Across Devices and in Mobile Apps.
I talked about setting up Twitter remarketing in this episode. They give you the ability to show ads to people on Twitter that have visited your website by placing a tracking pixel on your site. The pixel places a cookie on the computer or device of the user when they visit your website. When that user visits Twitter, Twitter reads that cookie and then shows the user any ads associated with the cookie.
I created four different Twitter tracking pixels for this website. You can see those in the image below:
I use Google Tag Manager to “fire” these pixels when my website visitors reach certain pages.
Here is an example of the rule for my services pages. This covers any page under the Work with Me category unless another rule is applied to block a certain page.
This is an example of a rule for a specific page. You can see above that I use it to show the “Twitter 1-on-1 Visits” tracking pixel on my One-on-One Coaching page and block the “Twitter Work with Me Visits” pixel from that page.
Learn more about using Twitter remarketing in this Social Media Examiner article titled, How to Use Twitter Remarketing Ads to Target Site Visitors.
Facebook Video Call To Action Buttons
In the last episode, I shared a story about the new CTA buttons that are now available in Facebook. Here are screenshots showing how the buttons appear in the Facebook app on my iPhone. You can see the live video on The Busy Marketer Facebook page.
- Book: True Prosperity : How to Have Everything by Yehuda Berg
- Time-Saving Tool: Google Calendar
I’d love to hear what you thought of this episode and what YOU are doing with your Digital Marketing Strategy. Leave a comment below to keep the conversation going! Reviews mean the world to this podcast. The more reviews and high ratings we get, the more likely we are to appear higher in the search results on iTunes and Stitcher. They also help me to improve the podcast because I read every one. Leave your review today! If you have a question that you would like answered on the podcast, head over to my Listeners’ Questions page. Be sure to tell me the name of your website or blog so it can be mentioned on air. Thank you for all of the prayers, love and support!